Factor Influencing Consumer Decision Based on Customer Satisfaction in Credence Services: Success Key for Service Provider

Abstract

Purpose- To reflect the method required to reach such a decision, academics have created the disconfirmation model in the pursuit of fulfilment. Through the application of product-based research, this model has developed. The viability of such a paradigm in the context of services has not been investigated. The application of the disconfirmation model's elements and the connections between them are in doubt. In this research, we looked at the variables that influence the consumer's choice of customer satisfaction in credence services, with a focus on the service provided by the service provider and the perception formed while using the services.

Design/methodology/approach – 300 patients or the relatives of these patients participated in the study, and their observation for a variety of credence services was examined. The responses were gathered from the consumers using a structured questionnaire, and the question regarding the services used & other information which mostly contributing for selecting the service provider was undertaken during the survey.

Findings – The current study aims to evaluate the disconfirmation model's relevance to the services environment as well as the affective extension put out by other researchers. According to theory, affect has a direct positive impact on performance reviews, customer satisfaction, and plans for return business. Disconfirmation is thought to directly improve customer satisfaction with the service experience. The results demonstrate that more customer offerings boost consumer happiness, which increases the likelihood of selection when service providers are being reconsidered. However, when the creativity and knowledge of the consumer are paired with the dependability of the provider, a decision-making offering is produced. Sovereignty is the most important source of credibility.

Research Limitation/implications- The results of this study are based on the regions of Delhi & Noida, Ghaziabad, Gurgaon, Lucknow, and Barabanki. Other past research have suggested other techniques for boosting satisfaction. Further research would be helpful to determine whether hospital treatment efficiency and consistency have a substantial impact on patient satisfaction.

Originality/ Value- In the current service environment, disconfirmation's impact was minimal compared to product-based uses of the model. The only thing that affects performance ratings significantly is affect. The model's considerable affective influence may be caused by the nature of the services. The study's conclusions are original in this field of study and take into account the value of a credibility service when selecting a service provider for the next round of options.